Create a store locator website that attracts customers
A store locator website can be a useful tool to connect the virtual and the physical world. This connection is becoming increasingly important as customers often combine shopping online with a visit to the bricks and mortar store. Customers might research products online and purchase in store, or return online purchases in person. Whatever the reason for a customer visiting your store locator website, the user experience can have an effect on whether they choose to shop with you again. The tips below will help you to optimise your store locator website to improve the user experience.
Geolocation allows the user to identify the nearest store to them with ease. The geolocator saves them from typing out their address. Geolocation is especially useful on mobile, where the user could be in an unfamiliar location. Tesco store locator allows the user to search stores nearby and view the details, facilities and opening hours.
Tesco store locator geolocator and search box
An efficient user experience encourages potential customers to stay on a website. The below example from H&M shows how using autocomplete saves the user time when completing a search. As the user types their location in the USA, the H&M page makes suggestions based on the selected country.
Changing the country to the UK, the store finder returns different suggestions.
Autocompleting the search means that the user does not have to type in the location name in full. This simplifies the search and leaves less scope for human error.
Use pins effectively
Designing your store locator website in line with your brand can help customers recognise physical stores. Barclay's use branded pins on their map view, helping the customer to recognise the colour and logo of their physical branch.
The ATMs display a unique logo. Users who just need to withdraw cash have more options than those needing to visit a Barclays branch for banking services.
Display store information
Store locator websites that include information, such as the opening times and distance, allow the user to make an informed decision about which store they should visit. The Morrisons Store locator shows the shop's address and opening hours.
Morrisons store locator page
In addition to listing basic store information, a good store locator website will guide users to individual amenities. On the Morrisons store locator website, the user can view the store’s amenities.
Supermarkets, in particular, now provide services outside of the food industry. The example below shows Sainsbury’s amenities, including its TU clothing range.
Sainsbury’s users can directly filter by amenity. This allows customers to find exactly what they are looking for and gives the retailer an opportunity to advertise services that the customer might not be aware of.